Report • 08.11.2018

6 seal of approvals every online retailer needs to know

Badges boost consumer confidence and increase product sales of online stores

Certificates for online stores are a dime a dozen. Many store owners find it difficult to keep track of all of them. Having said that, customers prefer to shop on websites that have been approved by experts. Yet how valuable are these certificates, how do you get one and what are the requirements? We give you an overview.

The more trusted and well-known an official seal is, the greater the positive impact on an online store. Thanks to the trust in the badge, the shopping cart abandonment rate is far lower and online store sales increase. According to Trusted Shops, 65 percent of online shoppers feel safer when they shop in stores with seals of approval.

Online certifications at a glance: Services and requirements 

Coming in at 64 percent, seals of approval based on customer reviews are also coveted and persuade customers to make a purchase. Depending on the seal of approval agency, a website is checked based on different criteria. Added to the mix are several additional services, ranging from support to buyer protection. We have created a list of the most important ones for you below.

1.  ”Trusted Shops“, the Star

Trusted Shops is arguably Germany’s most recognized seal of approval. It comes with different options and different quality levels depending on the membership contract and package.

Service

Trusted Shops offers personal support and comprehensive assistance for implementation and regulatory compliance with the General Data Protection Regulation (GDPR). The company’s trademarked “Trustbadge" (displayed in the online store) can be implemented, showing customer reviews and ratings right on the website. The system also offers buyer protection, which is an assurance for customers and retailers. The protection safeguards up to 20,000 euros per purchase.

How it works

Online stores are extensively audited to check if all quality criteria are being met according to the legal regulations on distance selling, e-commerce and data protection in electronic commerce. If these criteria are met, the store operator can implement the seal and activate the "Trustbadge".

Pricing

Between 79 and 259 EUR per month

2. TÜV tested, recognized by young and old people

TÜV not only tests the functional safety and quality of cars and toys, it also awards a powerful and recognizable seal for online shops. The high profile of the seal adds to its value.

Service

TÜV offers the so-called s@fer - shopping seal attesting to increased security. It also offers assistance with GDPR compliance, informs about innovations in data protection and supports implementation.

How it works

A three-step test determines whether stores get the seal of approval. This includes an on-site audit at the online retailer for example, an online expert evaluation, and an online server check. Once all TÜV requirements are met, the s@fer-shopping seal of quality is awarded.

Pricing

Upon request

3. ”Trustami“ makes customer reviews visible

The Trustami badge can be used by both businesses and private users.

Trustami shows customer reviews from all channels at the online store website via the Trustami seal, the so-called Trust badge.

Service

Owing to a management system, customer ratings are first collected, then analyzed and sorted. Customer experiences are also visually displayed thanks to the Trustami Trust badge and the option of implementing the popular Google star rating.

How it works

Online reviews are collected and structured with a management system. The review badge can subsequently be integrated into the website. The platform informs operators about negative reviews, allowing them to respond and take action.

Pricing

Up to 299.99 EUR per month; the site also offers a free version.

Photo
Source: Screenshot ParfumGroup

4. Veristore.de customer reviews not just for stores

Similar to Trustami, Veristore also depicts customer reviews with a seal of approval and is suitable for both service providers and stores.

Service

A management system collects and organizes all customer reviews across all portals. There is also the option to implement a review and rating system in the store itself, allowing for reviews to be submitted during or immediately after purchase. The authenticity of the seal of approval is also ensured via a secure SSL connection.

How it works

No web presence check is required to embed the seal of approval and the customer reviews. Only the imprint and the company information are verified, upon which the quality seal and the customer reviews badge can be embedded in the online shop.

Next is a check of the operability of the seal of approval, the certificate and customer reviews are activated and displayed on the website.

Pricing

Between 19.90 and 39 EUR per month

5. www.authorized.by awards licenses to provide more transparency to consumers

This trust seal provides access to product information and promises more transparency for online retail customers by guaranteeing the authenticity of the brand products.

Service

Authorized.by assures customers that retailers will only sell genuine products of the authorized brand. Online retailers maintain control over their products, making retail management secure. The trust seal can also be integrated in the webpage.

How it works

The authorization and the trust seal are provided through authorized.by by affirmation through partner brands, which can be verified via authorized.by in a few simple steps to guarantee the authenticity of the branded products. After free-of-charge registration, the seal can be integrated on the website via plug-in.

Pricing

For online stores the service of the trust seal is initially free of charge. Further features like managing the badge content, implementation options and marketing support are premium features which entail costs.

6. EHI seal of approval with customer reviews

The EHI Retail Institute is not just a scientific institute of the retail industry. It also awards the EHI seal of approval and displays customer reviews on the store’s webpage.

Service

The EHI seal of approval can be implemented in your store. The customer reviews are displayed via the EHI widget right on the store’s webpage and provide more transparency and trust. The EHI also offers a so-called AGB hosting service to keep up to date on terms and conditions.

How it works

To get and keep the EHI seal of approval, the online shop is audited annually, prompting it to always meet current specifications and requirements.

Pricing

Starting at 69 EUR per month

A final tip

Right from the first visit, website users can be assured of a website’s safety and credibility by checking for an SSL certificate next to the HTML address in the browser. Providers like the artif GmbH check website security and confirm it by marking the HTML address with a “secure” label right next to it. Without this step, the label indicates "not secure", which is not a great entrance to a website’s start page. That is if it can actually be accessed in the first place and isn’t blocked thanks to the user’s virus protection.

Official seals - whether they are based on customer reviews or external audits by companies - are signs of security and protection. Increased sales and conversion rates are not empty promises and the cost of the seal can be recouped very quickly.

Author: Nora Petig, iXtenso - Magazine for Retailers

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